This book offers a fresh take on the dynamics of the 2021 Canadian federal election by focusing on elements pertinent to political marketing and branding rather than just the horse race and campaign dynamics. Chapters by leading and emerging political marketing academics from different disciplines, including communications, political science and political management, are included as well as contributions from practitioners in different fields related to political marketing such as pollsters. Some chapters are collaborations between leading academics and practitioners, which provide new insights into the dynamics of political marketing that enrich this edited volume. The book’s content takes our current understandings of Canadian political marketing in new directions.
Author(s): Jamie Gillies, Vincent Raynauld, André Turcotte
Series: Palgrave Studies in Political Marketing and Management
Publisher: Palgrave Macmillan
Year: 2023
Language: English
Pages: 168
City: London
Contents
List of Contributors
List of Figures
List of Tables
1 Introduction: The 2021 Canadian Federal Election
References
2 Political Branding in a Crisis and the Shifting Strategies of the Trudeau 2021 Campaign
Introduction
Literature, Theoretical Framework and Methodology
The Liberal and Trudeau Branding in the 2021 Election Campaign
The Canadian Liberal Party’s 2021 Brand: Safety First
Leaders Brand Personality
Government Brand Effectiveness
Policy Branding
Rebranding
Voter Perceptions of the Political Brand
Conclusion: Reflections on the 2021 Brand and Impact of the COVID-19 Crisis
References
3 Clowns to the Left of Me, Jokers to the Right: Branding Challenges in the 2021 Conservative Party Campaign
Introduction
Haphazard Brand Restructuring
Brand Limitations
The O’Toole Rebrand Fallout
Branding Populism and Extremism
References
4 The Hyper–Masculine Campaign: Party Leader Brand Image, Heteronormativity and the 2021 Canadian Federal Election
Overview
Identity Marketing and Party Leader Brand Image
The Appeal of Hyper–Masculinity in Politics
“The Man with a Plan”
Emphasizing Masculinity Attributes: Tough and Ready to Fight
Conclusion
References
5 Le Bloc Québécois: A Niche Party
The Theme of the Campaign: “QUÉBÉCOIS”
The BQ Election Platform and the Battle of the Suburbs
Tie in with François Legault’s Ten (10) Demands
François Legault's Support for the Conservative Party
The Return of Identity Issues: The Televised Debate in English
Conclusion
References
6 The People’s Party of Canada and the Appeal of Anger Politics
Protest and Anger in Politics: A Review
The People’s Party in Context
Analysis
Profiling People’s Party of Canada Supporting
What People’s Party of Canada Supporters Think
Conclusion
References
7 The Neglected Populists: Breaking Down the Performance of the Left-Leaning New Democratic Party in the 2021 Canadian Federal Election
A Worldwide Phenomenon: What We Know About the Recent Rise of Populism
The NUPES Experiment as a Potential Framework
Left-Wing Populists and the 2021 Canadian Federal Election
What’s Next?
References
8 Identity Marketing During the 2021 Canadian Federal Election
Introduction
Methods
Results
Leveraging Community
Leveraging Immigration
Downplaying Immigration
Motivated to Run
Downplaying Race
Conclusion
References
9 Conclusion: The Calm Before the Storm
References
Index
